MarathonFoto, the race photography giant, announced today that it’s launching a chain of family portrait studios, Dumb Runner has learned.

The studios, called FamilyFoto, will take the company’s approach to race photography, “perfected over literally millions of shots,” and apply them to a new market.

“Nothing is more important than family,” said Lee Hazlewood, MarathonFoto’s VP of marketing. “We want to give your family the same quality you’ve come to expect from MarathonFoto, with portraits you’ll treasure for a lifetime.”

The FamilyFoto process will look familiar to anyone who’s participated in a large running event, except that it unfolds indoors rather than on the open road: A family strolls into the studio, unsure where to look, while a team of photographers—some sitting on the ground, some shooting from overhead scaffolding—silently take hundreds of photos.

Then the family leaves.

One to three days later, FamilyFoto emails a link to view proofs of the photo session. The customer can then order prints, download high-res digital files, or even design a commemorative photo plaque.

Prices for a single 5x7 print start at $225.

“For 35 years, runners have trusted MarathonFoto photographers to capture them looking their very best,” Hazlewood said. “We look forward to doing the same for their families.”

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